SUMMER TRAINING REPORT

ON

MARKETING & SALES STRATEGY OF RELIANCE

MOBILES AT KANPUR.

Submitted For Partial Fulfillment of Award of

DEGREE IN
MASTER OF BUSINESS ADMINISTRATION
( 2015)
BYMD. AAMIR
ROLL NO. 1405470043

Under the Guidance of

MR. VINAY KUMAR YADAV
(ASST. PROFESSOR )

BABU BANARASI DAS NATIONAL INSTITUTE

OF TECHNOLOGY AND MANAGEMENT
LUCKNOW
1

DECLARATION
I hereby declare that the project entitled MARKETING & SALES STRATEGY OF
RELIANCE MOBILES submitted by me in the partial fulfillment of the requirements for the
award of the degree of Master of Business Administration of Dr.A.P.J. Abdul Kalam Technical
University is a record of our own work carried under the supervision and guidance of MR.
VINAY KUMAR.

MD AAMIR
(1405470043)

ACKNOWLEDGEMENT
3

Completing a task is never one- man effort. It is often the result of invaluable
contribution of number of individuals in direct or indirect manner that help in sharing a making
success. I take this opportunity to express my deep sense of gratitude and whole hearted thanks
to my guide Mr. VINAY KUMAR YADAV[Asst. professor] for their valuable guidance and
keep interests & affection encouragement throughout the work.
I am feeling completely grateful to God and the all relevant people who helped me for
completion of this project report as well as for my learning. First I am heartily thankful to the Mr.
vinay kumar [MBA Department] As I have been placed in RELIANCE COMMUNICATION
LIMITED, KANPUR U.P (east). I shared the real marketing skills and knowledge from their
experienced, enthusiastic and cordial executives, without whom I would have not been able to
achieve my aim.
I am heartily thankful to Dr. Pooja Bhatia (HEAD OF DEPARTMENT) who so readily
cooperated and provided me all the relevant informations.
First of all I would like to express my thanks to Mr. Sandeep Mishra (cluster head)of Reliance
communication Limited, Kanpur for permitting me to do the training at his concern. I am also
very grateful to him for sharing valuable experience and suggestions regarding training and
preparation of the report of GSM Analysis and Feedback.
I would like to convey special thanks to my maternal uncle Mohammad wasim(TSM) for
providing me help and co-operation needed. I also owe sincere gratitude to my family members
whose love, affection, co-operation and moral support have provided me the strength to carry out
this project.
Lastly I take this opportunity to all those who have indirectly helped me during the
course of this task.

MD AAMIR
(1405470043).

TABLE OF CONTENTS
Page no

1: Over View of Telecom Industry in India

2: Company Profile
3: Objectives
4: Research Methodology
5: Practical utility
6: Limitations
7 : Data collection and analysis
8 : Findings
9: Conclusion
10: Recommendations
11: Bibliography
12 : Appendix

OVER VIEW OF TELECOM INDUSTRY IN INDIA

The telecom industry is one of the fastest growing industries in India. India has nearly 402.99
million telephone lines making it the third largest network in the world after China and USA.
With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world.

- Much of the growth in Asia Pacific Wireless Telecommunication Market is

Spurred by the growth in demand in countries like India and China.
-

Indias

mobile

phone

subscriber

base

is

growing

at

rate

of

82.2%.

- China is the biggest market in Asia Pacific with a subscriber base of 48% of the
total subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile
Phone Market is 6.4%. Considering the fact that India and China have almost comparable
Populations,

Indias low

mobile

penetration

offers

huge

scope

for

growth.

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the government near Calcutta
(seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone
services were merged with the postal system. Indian Radio Telegraph Company (IRT) was
formed in 1923. After independence in 1947, all the foreign telecommunication companies
were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications. Telecom sector was considered as a strategic
service and the government considered it best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow in 1980s when the
private sector was allowed in telecommunications equipment manufacturing. In 1985,
Department of Telecommunications (DOT) was established. It was an exclusive provider of
6

domestic and long-distance service that would be its own regulator (separate from the postal
system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar
Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone
Nigam

Limited

(MTNL)

for

service

in

metropolitan

areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy.
Also, examples of telecom revolution in many other countries, which resulted in better quality
of service and lower tariffs, led Indian policy makers to initiate a change process finally
resulting in opening up of telecom services sector for the private sector. National Telecom
Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian
telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was
created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector.
New National Telecom Policy was adopted in 1999 and cellular services were also launched in
the same year.
Telecommunication sector in India can be divided into two segments: Fixed Service Provider
(FSPs), and Cellular Services. Fixed line services consist of basic services, national or
domestic long distance and international long distance services. The state operators (BSNL and
MTNL), account for almost 90 per cent of revenues from basic services. Private sector services
are presently available in selective urban areas, and collectively account for less than 5 per cent
of subscriptions. However, private services focus on the business/corporate sector, and offer
reliable, high- end services, such as leased lines, ISDN, closed user group and
videoconferencing.
Cellular services can be further divided into two categories: Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is
dominated by Airtel, Vodafone-Hutch, and Idea Cellular, Reliance Aircel while the CDMA
sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic
long distance telephony services are the major growth drivers for cellular industry. Cellular
operators get substantial revenue from these services, and compensate them for reduction in
tariffs on airtime, which along with rental was the main source of revenue. The reduction in
7

tariffs for airtime, national long distance, international long distance, and handset prices has
driven demand.

GSM
August, 1995: GSM entered India. Historic first cell phone-call was made by Mobile Net-joint
venture between Telstra (Australia) & B.K. Modigroup.
Mobile revolution began in Kolkata.
Handset costs-40,000 & Call tariff-17 Rs/min.
In the initial 5-6 years the average monthly subscribers additions were around 0.05 to 0.1
million only and the total mobile subscribers base in December 2002 stood at 10.5 millions
CDMA
1996: Tata teleservices was the first to launch CDMA mobile services in India with the
Andhra Pradesh circle
Teledensity in initial years

Telecom Subscriber Growth 2004-2015

2008-09 year new additions reached over100 million
8

Total Subscriber Growth

As the data shows during the period 2014 to 2015 total subscribers growth rate
Increased by 46.73%.During this time of recession data obtained gives a good sign of
growth. The growth so obtained brings a new period of competition between telecom
companies.

Wireless subscription rate shows gradual increase during the period 2013 to 2145.since
then it starts decreasing till now. In the period of 2014 to2026
It shows decline of -4.058% showing negative growth.
9

As the data clearly shows that during the period of 2014 to 2015 total no of wireless
subscribers shows a huge growth. In this period the no of subscribers
Becomes double compared to previous years. This change brings strong competition
between market existing companies.

10

CLASSIFICATION OF TELECOMMUNICATION SERVICES

1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
Cellular Service
Overview
1.

There are five private service operators in each area, and an incumbent state
operator. Almost 80% of the cellular subscriber base belongs to the pre-paid
segment.

2.

The Dot has allowed cellular companies to buy rivals within the same operating
circle provided their combined market share did not exceed 67 per cent. Previously,
they were only allowed to buy companies outside their circle.

Growth Drivers
Opening up of international and domestic long distance telephony services are
growth drivers in the industry. Cellular operators now get substantial revenue from
these services, and compensate them for reduction in tariffs on air time, which
along with rental was the main source of revenue. The reduction in tariffs for
airtime, national long distance, international long distance, and handset prices has
driven demand.

11

The Key players in the Telecom Market in India

Cellular Service provider:
1. BSNL
2. Airtel
3. Vodafone
4. Idea
5. Reliance
6. Tata indicom
7. Aircel
8. Spice
9. MTNL
10. Uninor
Key players shear in Telecom market in India

12

India
The country has 402.99 million total. mobile subscribers in 2015
The country's telcom regulator is TRAI.

Rank

Operator

Technology

Airtel

GSM, EDGE

Reliance

Vodafone

BSNL

Idea

Subscribers
(in millions)
99.49

Bharti Tele-Ventures
Reliance

CdmaOne

75.95

GSM

Dhirubhai

Anil
Ambani

Group

GSM, EDGE
GSM,

Ownership

GPRS,

71.54
EDGE

HSDPA
GSM, GPRS, EDGE
13

Vodafone

(67%)

Essar Group (33%)

47.72

State-owned

44.17

Aditya Birla Group

&

Cellular
6

Tata
Indicom

Aircel

MTNL

9
10
11
12

LOOP
Mobile
MTS
Ping
Mobile

CdmaOne,Wi MAX

36.65

GSM,GPRS,EDGE

19.58

GSM

Tata Group
Maxis Communications
& Apollo Hospital

42.22

State-owned

GSM, GPRS

2.20

Essar Group

CDMA

0.89

CDMA

0.54

HSDPA

Virgin

CDMA(MVNO-using

from

Mobile

TATA Telecommunications)

14

Sistema

(73.71%)

&

Shyam Group (23.79%)

HFCL Infotel

Type

Public, Listed on BSE

Founded

1985

Headquarters

New Delhi, India

Key people

Sunil Mittal

Industry

Telecom

Products

Mobile and Fixed-Line Telecommunication operator

Revenue

$6 Billion

Slogan

Express Yourself

Website

www.airtel.in

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India's largest
cellular service provider with more than 75 million subscribers as of August 2008.It also offers
fixed line services and broadband services. It offers its TELECOM services under the Airtel
brand and is headed by Sunil Mittal. The company also provides telephone services and
Internet access over DSL in 14 circles. The company complements its mobile, broadband &
telephone services with national and international long distance services.

15

The company also has a submarine cable landing station at Chennai, which connects the
submarine cable connecting Chennai and Singapore. The company provides end-to-end data
and enterprise services to the corporate customers through its nationwide fiber optic backbone,
last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth
access through the gateways and landing station.
Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the
largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand,
Bharti has created a significant position for itself in the global telecommunications sector.
Bharti Airtel Limited is today acknowledged as one of India's finest companies, and its flagship
brand 'Airtel', has over 24 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bhartis successful foray into the
Customer Management Services business, Bharti Enterprises dynamic diversification has
continued with the company venturing into telecom software development. Recently, Bharti
has successfully launched an international venture with EL Rothschild Group owned ELRO
Holdings India Ltd., to export fresh Agri products exclusively to markets in Europe and USA.
Airtel is the largest cellular service provider in India in terms of number of subscribers. Bharti
Airtel owns the Airtel brand and provides the following services under the brand name Airtel:
Mobile Services (using GSM Technology), Broadband & Telephone Services (Fixed line,
Internet Connectivity(DSL) and Leased Line), Long Distance Services and Enterprise Services
(Telecommunications Consulting for corporates). It has presence in all 23 circles of the country
and covers 71% of the current population.
Leading international telecommunication companies such as Vodafone and SingTel held partial
stakes in Bharti Airtel.
In March 2008, Bharti Airtel will roll out third generation services in Sri Lanka in association
with HYPERLINK "http://en.wikipedia.org/wiki/Singtel" \o "Singtel" Singtel. This is because
Singapore-based Asian telecom major Singtel, which owns a little over 30% in Bharti Airtel, is

16

a major player in the 3G space as it has already third generation networks in several markets
across Asia
The Company Bharti Airtel is in India the biggest integrated and also the 1 st telephone service
provider in the private sector, which has footprint in around 23 telecom circles. Bharti Airtel
Limited has been since its very beginning using the latest technology and thus the company has
paved the way for the telecom sector in India with its world-class services and products.
This has helped Bharti Airtel Company to grow for the number of its customers has increased
very rapidly over the years. The company has around 5o million customers in 2007 and its
market share of mobile subscribers in India is at 23.4%.
The company Bharti Airtel Limited's total revenue amounted to Rs.12, 242 crore in 2006- 2007
and the net profit stood at Rs.3, 126 crore. The Company Bharti Airtel is divided into 3
business units that are:

Broadband & Telephone (B&T) services

Enterprise services

Mobile services

Among the various services that the Bharti Airtel Limited Company provides to its customers,
the services of broadband and telephone (B&T) are 1 of them. The company provides
broadband Internet services of high speed for it has the best network in India. The company
Bharti Airtel also provides telephone services in around 94 cities of the country and this helps
the people to stay connected with one another. The company plans to expand its broadband and
telephone services by providing IPTV services and DTH operations.
Further Bharti Airtel provides enterprise services to its customers. The services of enterprise
provide telecom end-to-end solutions to customers who belong to the corporate sector and also
long distance services to international and national carriers. The company Bharti Airtel has
more than 35,016 kilometers of optic fiber, a submarine landing station, and is also a member
of South East Asia- Middle East- Western Europe- 4. All this has helped the company to
provide the best enterprise services to its customers. The company Bharti Airtel Limited plans
17

to expand its enterprise services so that it can achieve the status of a global carrier within a
period of 2- 3 years.
1.
2.
3.

Airtel is the 3rd largest wireless operator in the world.

It is the largest private integrated telecom company in India.
Bharti airtel is the largest wireless operator in India.

2015: Bharti Airtel has about 99.49 millions Subscribers

VODAFONE ESSAR LIMITED

Type
Founded
Headquarters
Industry
Products
Website

Limited
1994 as of Hutchison Essar
Mumbai, Maharastra, India
Telecom
Mobile
Telecommunication operator
Vodafone India

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23
telecom circles in India. Despite the official name being Vodafone Essar, its products are
simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India with good presence in the metros.
Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 23 of the country's 23 licence areas. It is among
the top three GSM mobile operators of India.
Ownership
Vodafone Essar is owned by Vodafone 52%, Essar Group,33% and other Indian nationals,
15%.

18

On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li
Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications,
Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole
company was valued at USD 18.8 billion.[2] . The transaction closed on May 8, 2007.
Previous brands
In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating its
services under a single identity. The Company entered into agreement with NTT DoCoMo to
launch i-mode mobile Internet service in India during 2007.
The company used to be named Hutchison Essar, reflecting the name of its previous owner,
Hutchison. However, the brand was marketed as Hutch. After getting the necessary
government approvals with regards to the acquisition of a majority by the Vodafone Group, the
company was rebranded as Vodafone Essar. The marketing brand was officially changed to
Vodafone on 20 September 2007.
On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition
exercises in recent times.
Vodafone Essar is spending somewhere in the region of Rs 250 crores on this high-profile
transition being unveiled today.Along with the transition, cheap cell phones have been
launched in the Indian market under the Vodafone brand. The company also plans to launch cobranded handsets sourced from global vendors as well.
A popular daily quoted a Vodafone Essar director as saying that "the objective is to leverage
Vodafone Group's global scale in bringing millions of low-cost handsets from across-the-world
into India."
Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country, is
expected to provide several Vodafone handsets in India. Earlier this year, Vodafone penned a
global low-cost handset procurement deal with ZTE.

19

Zoozoos

During the Indian Premier League (IPL), Vodafone commercialized Zoozoos, white, ghost-like
creatures with ballooned bodies and egg heads through their advertisements. These ads though
look animated are in real humans in the Zoozoo costumes. Ogilvy & Mather, the agency that
handles Vodafone advertisements, wanted to make real people look as animated as possible and
hence employed Bangalore-based Nirvana Films to shoot these ads in Cape Town, South
Africa, just in time for IPL.
O&M were asked to create around 29 advertisements for the entire IPL season, with one new
advertisement to be aired each day. As at 17 May 2015, there have been close to 27 new
advertisements that have aired.
The name was chosen by Rajiv Rao, executive creative director, South Asia, Ogilvy India who
explained that he chose the name to favour something that was "fun, memorable and catchy,
and not a clever one thats difficult to pronounce". Shot by Prakash Varma and produced by
Nirvana Films.
The Zoozoo's have gained immense popularity since they first aired, and have their own
microsite ([1]) as well as a fan page on Face book.

20

Apple iPhone 3G
Vodafone launched the Apple iPhone 3G in India. It is available from 22nd of August 2008.
Growth of Hutchison Essar (1992-2005)
In 1992 Hutchison Whampoa and its Indian business partner established a company that in
1994 was awarded a license to provide mobile telecommunications services in Mumbai
(formerly Bombay) and launched commercial service as Hutchison Max in November 1995.
Analjit Singh of Max still holds 12% in company.
In Delhi, UP (E), Rajasthan and Haryana, ESSAR was the major partner. But later Hutch took
the majority Stake.
By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had
acquired interests in six mobile telecommunications operators providing service in 13 of India's
23 licence areas and following the completion of the acquisition of BPL that number increased
to 16. In 2006, it announced the acquisition of a company (Essar Spacetel A subsidiary of
Essar Group) that held licence applications for the seven remaining licence areas.
In a country growing as fast as India, a strategic and well managed business plan is critical to
success. Initially, the company grew its business in the largest wireless markets in India in
cities like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to
establish a robust network, well known brand and large distribution network -all vital to longterm success in India. Then it also targeted business users and high-end post-paid customers
which helped Hutchison Essar to consistently generate a higher Average Revenue Per User
("ARPU") than its competitors. By adopting this focused growth plan, it was able to establish
leading positions in India's largest markets providing the resources to expand its footprint
nationwide.
In February 2007, Hutchison Telecom announced that it had entered into a binding agreement
with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan
interests in Hutchison Essar Limited for a total cash consideration (before costs, expenses and
21

interests) of approximately US$11.1 billion or HK$87 billion.1992: Hutchison Whampoa and

Max Group established Hutchison Max
2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR
acquisition
2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and
Chennai

A 'You and I' print advertisement of Hutch featuring Cheeka (dog)

2003: Acquired AirCel Digilink (ADIL ESSAR Subsidiary) which operated in Rajastan,
Uttar Pradesh East and Haryana telecom circles and renamed it under Hutch brand
2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh
West' and 'West Bengal'
2005: Acquired BPL (Except Mumbai)- 3 Circles, another mobile service provider in India
2008: Vodafone acquired the License in remaining 7 circles and has started its pending
operations in Madhya Pradesh/Chhattisgarh with its headquarters at Malviya
Nagar,Bhopal as well as in Orissa, Assam, North East and Bihar
2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2.75G network.

22

Hutch was often praised for its award winning advertisements which all follow a clean,
minimalist look. A recurrent theme is that its message Hello stands out visibly though it uses
only white letters on red background. Another recent successful ad campaign in 2003 featured
a pug named Cheeka following a boy around in unlikely places, with the tagline, wherever you
go, our network follows. The simple yet powerful advertisement campaigns won it many
admirers.

Subscriber Base
The Vodafone subscriber base according to COAI Cellular Operator Association of India as
of Nov 2008 was:

City/Circle Nov'2008

Mumbai 4115671

Delhi 3741037

Kolkata 2481872

Chennai 1472340

Gujarat 7241167

A.P. 3430016

Karnatka 3333207

Punjab 1944733

Haryana 1878339

U.P.(E) 5589567

Rajasthan 4343407

UP (W) 3825035

West Bengal 4000994

Maharashtra 3833719
23

Tamil Nadu 4509341

Kerala 2704412

Orissa 137445

Assam 45486

North East 29814

Madhya Pradesh 50213

Chhattisgarh 207 only

Bihar 76349

Himachal Pradesh 193

The total is 54,624,809 or 23.38% of the total 233,676,930 GSM mobile connections in India
till September 2008.Vodafone Essar 58,764,164 or 23.57% of total 249,349,436.

BSNL

Type
Availability
Founded
Slogan
Revenue
Owner
Key people
Website

Telecommunication

service

provider
India wide except Delhi and
Mumbai
19th century, incorporated 2000
Connecting India
US$ 9.67 billion (2007)
The Government of India
Kuldeep Goyal (CMD)

www.bsnl.in www.bsnl.co.in
24

Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation

Limited) is a public sector telecommunication company in India. It is India's largest
telecommunication company with 24% market share as on March 31, 2008. Its headquarters
are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, and New Delhi. It has
the status of Mini Ratna, a status assigned to reputed public sector companies in India.
BSNL is India's oldest and largest Communication Service Provider (CSP). Currently has a
customer base of 90 million as of June 2008. [1] It has footprints throughout India except for the
metropolitan cities of Mumbai and New Delhi which are managed by MTNL. As on March 31,
2008 BSNL commanded a customer base of 31.55 million Wireline, 4.58 million CDMA-WLL
and 54.21 million GSM Mobile subscribers. BSNL's earnings for the Financial Year ending
March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of INR 78.06b (US$ 1.90
billion). BSNL has an estimated market value of $ 100 Billion. The company is planning an
IPO with in 6 months to offload 10% to public in the Rs 300-400 range valuing the company at
over $100 billion.
Services

BSNL Mobile

Prepaid Mobile

BSNL Broadband

25

BSNL provides almost every telecom service in India. Following are the main telecom services
provided by BSNL:

Universal Telecom Sevices: Fixed wireline services & Wireless in Local loop (WLL)
using CDMA Technology called bfone and Tarang respectively. As of December 31,
2007, BSNL has 81% marketshare of fixed lines.

Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile

Telephone services using GSM platform under the brand name Cell One. Prepaid
cellular services of BSNL are known as Excel. As of March 31, 2007 BSNL has 17%
share of mobile telephony in the country.

Internet: BSNL provides internet services through dial-up connection (Sancharnet) as

Prepaid, (NetOne) as Postpaid and ADSL broadband (DataOne). BSNL has around 50%
market share in broadband in India. BSNL has planned aggressive rollout in broadband
for current financial year.

Intelligent Network (IN): BSNL provides IN services like televoting, toll free calling,
premium calling etc.

Present and future

BSNL (then known as Department of Telecom) had been a near monopoly during the socialist
period of the Indian economy. During this period, BSNL was the only telecom service provider
in the country (MTNL was present only in Mumbai and New Delhi). During this period BSNL
operated as a typical state-run organization, inefficient, slow, bureaucratic, and heavily
uinionised. As a result subscribers had to wait for as long as five years to get a telephone
connection.The corporation tasted competition for the first time after the liberalisation of
Indian economy in 1991. Faced with stiff competition from the private telecom service
26

providers, BSNL has subsequently tried to increase efficiencies itself. DoT veterans, however,
put the onus for the sorry state of affairs on the Government policies, wherein all state-owned
service providers were required to function as mediums for achieving egalitarian growth across
all segments of the society.

The corporation (then DoT), however, failed miserably to achieve this and India languished
among the most poorly connected countries in the world. BSNL was born in 2000 after the
corporatisation of DoT. The efficiency of the company has since improved. However, the
performance level is nowhere near the private players. The corporation remains heavily
unionised and is comparatively slow in decision making and implementation. Though it offers
services at lowest tariffs, the private players continue to notch up better numbers in all areas,
years after year. BSNL has been providing connections in both urban and rural areas. Preactivated Mobile connections are available at many places across India. BSNL has also
unveiled cost-effective broadband internet access plans (DataOne) targeted at homes and small
businesses. At present BSNL enjoy's around 60% of market share of ISP services.[3]

Year of Broadband 2007

2007 has been declared as "Year of Broadband" in India and BSNL is in the process of
providing 5 million Broadband connectivity by the end of 2007. BSNL has upgraded existing
Dataone (Broadband) connections for a speed of up to 2 Mbit/s without any extra cost. This 2
Mbit/s broadband service is being provided by BSNL at a cost of just US$ 11.7 per month (as
of 21/07/2008 and at a limit of 2.5GB monthly limit with 0200-0800 hrs as no charge period).
Further,

BSNL

is

rolling

out

new

broadband

services

such

as

triple

play.

BSNL is planning to increase its customer base to 108 million customers by 2010. With the
frantic activity in the communication sector in India, the target appears achievable.

27

BSNL is a pioneer of rural telephony in India. BSNL has recently bagged 80% of US$ 580 m
(INR 2,500 crores) Rural Telephony project of Government of India.
On the 20th of March, 2015, BSNL advertised the launch of BlackBerry services across its
Telecom circles in India. The corporation has also launched 3G services in select cities across
the country. Presently, BSNL and MTNL are the only players to provide 3G services, as the
Government is still in the process of auctioning the 3G spectrum to private players.
Challenges
During the financial year 2006-2007 (from April 1, 2006 to March 31, 2007) BSNL has added
9.6 million new customers in various telephone services taking its customer base to 64.8
million. BSNL's nearest competitor Bharti Airtel is standing at a customer base of 39 million.
However, despite impressive growth shown by BSNL in recent times, the Fixed line customer
base of BSNL is declining. In order to woo back its fixed-line customers BSNL has brought
down long distance calling rate under OneIndia plan, however, the success of the scheme is not
known. However, BSNL faces bleak fiscal 2006-2007 as users flee, which has been accepted
by the CMD BSNL.[5]
Presently there is an intense competition in Indian Telecom sector and various Telcos are
rolling out attractive schemes and are providing good customer services.
Access Deficit Charges (ADC, a levy being paid by the private operators to BSNL for provide
service in non-lucrative areas especially rural areas) has been slashed by 37% by TRAI, w.e.f.
April 1, 2007.[6] The reduction in ADC may hit the bottomlines of BSNL.
BSNL launched 3G services in 11 cities of country in 2nd march 2015.MTNL which operates
in Mumbai and Delhi first launched 3G services in these cities.[7]

28

IDEA CELLULAR

Type
Founded
Headquarters

Subsidiary
1995
Indore, Delhi, Pune, India
Chairman: Kumar Mangalam
Birla

Key people

MD:
VP

Industry
Products
Website

Sanjeev
Corporate

Affairs:

Aga
Rajat

Mukharjee
Telecom
Mobile
www.ideacellular.com

Idea Cellular is a wireless telephony company operating in various states in India. It initially
started in 1995 as a joint venture among the Tatas, Aditya Birla Group and AT&T by merging
"'Wings Cellular'" operating in Madhya Pradesh, Uttar Pradesh (UP) West, Rajasthan and Tata
Cellular as well as Birla AT&T Communications.
Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in 2004
gave Idea a truly pan-India presence covering Maharashtra, Goa, Gujarat, Andhra Pradesh,
Madhya Pradesh, Chattisgarh, Uttar Pradesh (East and West), Haryana, Kerala, Rajasthan and
Delhi (inclusive of NCR).
29

The company has its retail outlets under the "Idea n' U" banner. The company has also been the
first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in urban
areas.
Idea Cellular won the GSM Association Award for "Best Billing and Customer Care Solution"
for 2 consecutive years.
Holding
Initially the Birlas, the Tatas and AT&T Wireless each held one-third equity in the company.
But following AT&T Wireless' merger with Cingular Wireless in 2004, Cingular decided to sell
its 32.9% stake in Idea. This stake was bought by both the Tatas and Birlas at 16.45% each.
Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMA-based
mobile provider, cropped differences between the Tatas and the Birlas. This dual holding by the
Tatas also became a major reason for the delay in Idea being granted a license to operate in
Mumbai. This was because as per Department of Telecom (DOT) license norms, one promoter
could not have more than 10% stake in two companies operating in the same circle and Tata
Indicom was already operating in Mumbai when Idea filed for its license.
The Birlas thus approached the DOT and sought its intervention, and the Tatas replied by
saying that they would exit Idea but only for a good price. On April 10, 2006, the Aditya Birla
Group announced its acquisition of the 48.18% stake held by the Tatas at Rs. 40.51 a share
amounting to Rs. 44.06 billion. While 15% of the 48.14% stake was acquired by Aditya Birla
Nuvo, a company in-charge of the Birlas' new business initiatives, the remaining stake was
acquired by Birla TMT holdings Private Ltd., an AV Birla family owned company. Currently,
Birla Group holds 49.1% of the total shares of the company.
Subscriber base
Idea's subscriber base as of March 2015 according to the [1] is as follows

Maharashtra and Goa - 7,477,60

Madhya Pradesh and Chhattisgarh - 5,019,627

30

Andhra Pradesh - 5,045,051

Kerala - 4,371,750

Gujarat - 3,918,150

Uttar Pradesh (West) & Uttarakhand - 4,093,412

Delhi - 2,405,168

Haryana - 1,575,309

Uttar Pradesh (East) - 2,001,056

Rajasthan - 1,225,706

Himachal Pradesh - 141,819

Mumbai - 751,757

Bihar & Jharkhand - 863,048

Totaling to 38,889,457 or 9.93 %( Approx.) of the total 391,760,569 mobile connections in

India.

31

RELIANCE COMMUNICATIONS LIMITED

Type
Founded
Headquarters

Public (BSE: RCOM)

2004
Navi Mumbai, India
Anil Ambani, Chairman and Managing
Director

Key people

Vice-Chairman Reliance-ADA Group

S. P. Sukula, CEO - Personal Business &

Industry
Products
Revenue
Employees
Website

Director - Reliance Telecom

Telecommunications
CDMA service, GSM service, Broadband
Internet Service
US$ 4 Billion
33,000
www.rcom.co.in

The Key players in the Telecom Market in India

32

Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani

(1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. It
is India's foremost truly integrated telecommunications service provider. With a
customer base of over 36 million including close to one million individual overseas
retail customers, Reliance Communications ranks among the top ten Asian Telecom
companies. Its corporate clientele includes 600 Indian, 250 multinational corporations
and over 200 global carriers and owns and operates the world's largest next generation,
IP enabled connectivity infrastructure, comprising over 150,000 kilometers of fiber
optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.
For more information, visit:
Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D
Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group,
namely, Reliance Communications, Reliance Capital, Reliance Energy and Reliance
Natural Resources.
He is also the president of the Dhirubhai Ambani Institute of Information and
Communications Technology, Gandhinagar
An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is
credited with pioneering several financial innovations in the Indian capital markets. He
spearheaded the countrys first forays into overseas capital markets with international
public offerings of global depositary receipts, convertibles and bonds.
Under his chairmanship, the constituent companies of the Reliance ADA group have
raised nearly US$ 3 billion from global financial markets in a period of less than 15
months.

33

Shri Ambani has been associated with a number of prestigious academic institutions in
India and abroad.
He is currently a member of:

Wharton Board of Overseers, The Wharton School, USA

Board of Governors, Indian Institute of Management (IIM), Ahmedabad

Board of Governors, Indian Institute of Technology (IIT), Kanpur

Executive Board, Indian School of Business (ISB), Hyderabad

In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha
Upper House, Parliament of India, a position he chose to resign voluntarily on March 25,
2006.
Select Awards and Achievements

Voted the Businessman of the Year in a poll conducted by The Times of India TNS,
December 2006

Voted the Best role model among business leaders in the biannual Mood of the Nation
poll conducted by India Today magazine, August 2006

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management

Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic
Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a
global leader in many of its business areas, December 2001

Selected by Asia week magazine for its list of 'Leaders of the Millennium in Business and
Finance' and was introduced as the only 'new hero' in Business and Finance from India,
June 1999.

34

VISION

We will leverage our strengths to execute complex global-scale projects to facilitate leadingedge information and communication services affordable to all individual consumers and
businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.

THE COMPANIES PROFILE

Reliance Capital

35

Reliance Capital is one of Indias leading and fastest growing private sector financial services
companies, and ranks among the top 3 private sector financial services and banking companies,
in terms of net worth. The company has interests in asset management and mutual funds, life
and general insurance, private equity and proprietary investments, stock broking and other
activities in financial services.
Reliance Energy Limited
Reliance Energy Limited, incorporated in 1929, is a fully integrated utility engaged in the
generation, transmission and distribution of electricity. It ranks among Indias top listed private
companies on all major financial parameters, including assets, sales, profits and market
capitalization. It is Indias foremost private sector utility with aggregate estimated revenues of
Rs 9,500 crore (US$ 2.1 billion) and total assets of Rs 10,700 crore (US$ 2.4 billion).
Reliance Energy Limited distributes more than 21 billion units of electricity to over 25 million
consumers in Mumbai, Delhi, Orissa and Goa, across an area that spans 1,24,300 sq. kms. It
generates 941 MW of electricity, through its power stations located in Maharashtra, Andhra
Pradesh, Kerala, Karnataka and Goa. The company is currently pursuing several gas, coal,
wind and hydro-based power generation projects in Maharashtra, Uttar Pradesh, Arunachal
Pradesh and Uttaranchal with aggregate capacity of over 12,500 MW. These projects are at
various stages of development.
Reliance Energy Limited is vigorously participating in emerging opportunities in the areas of
trading and transmission of power. It is also engaged in a portfolio of services in the power
sector in Engineering, Procurement and Construction (EPC) through a network of regional
offices in India.

Reliance Health

36

In a country where healthcare is fast becoming a booming industry, Reliance Health is a

focused healthcare services company enabling the provision of solution to Indians, at
affordable prices. The company aims at providing integrated health services that will compete
with the best in the world. It also plans to venture into diversified fields like Insurance
Administration, Health care Delivery and Integrated Health, Health Informatics and
Information Management and Consumer Health. Reliance Health aims at revolutionising
healthcare in India by enabling a healthcare environment that is both affordable and
accessible through partnerships with government and private businesses.

Reliance Media & Entertainment

As part of the Reliance - ADA Group, Reliance Entertainment is spearheading the Groups
foray into the media and entertainment space. Reliance Entertainments core focus is to build
significant presence for Reliance in the Entertainment eco-system: across content and
distribution platforms. The key content initiative are across Movies, Music, Sports, Gaming,
Internet & mobile portals, leading to direct opportunities in delivery across the emerging digital
distribution platforms: digital cinema, IPTV, DTH and Mobile TV.
Reliance ADA Group acquired Adlabs Films Limited in 2005, one of the largest entertainment
companies in India, which has interests in film processing, production, exhibition & digital
cinema. Reliance Entertainment has made an entry into the FM Radio business through Adlabs
Radio www.big927fm.com. Having won 45 stations in the recent bidding, BIG 92.7 FM is
already Indias largest private FM radio network with 12 radio stations across the country as on
28th February 2007, with many more to be launched in the coming months.

Reliance Communications Limited

37

The flagship company of the Reliance ADA Group, Reliance Communications Limited, is the
realisation of our founders dream of bringing about a digital revolution that will provide every
Indian with affordable means of communication and a ready access to information. The
company began operations in 1999 and has over 48 million subscribers today. It offers a
complete range of integrated telecom services. These include mobile and fixed line telephony,
broadband, national and international long distance services, data services and a wide range of
value added services and applications aimed at enhancing the productivity of enterprises and
individuals.
Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and
Flag Telecom, is part of Reliance Communications Ventures (RCoVL). It is an Indian
telecommunications company. According to National Stock Exchange data, Anil Dhirubhai
Ambani controls 66.77 per cent of the company, which accounts for more than 1.36 billion
shares. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising
of power (Reliance Energy), financial services (Reliance Capital) and telecom initiatives of the
Reliance ADAG. It uses CDMA2000 1x technology for its existing CDMA mobile services,
and GSM-900/GSM-1800 technology for its existing/newly launched GSM services.
RelCom is also into Wireline Business throughout India and has the largest optical fiber
communication (OFC) backbone architecture [roughly 110,000 km] in the country.
Reliance Communications has interests in Direct To Home (DTH) TV also, known as "Big
TV". It plans to launch its DTH business by July 2008. Once launched, RelCom will have
presence across all B2C communications channel in one of the fastest growing markets in the
world.
Bid For Hutch
In 2007, Reliance Communications had bid for 67% of Hutch but lost to Vodafone, which had
been led by its CEO at the time Mr.NITIN GUPTA.
Acquisitions

38

In July 2007, the company announced it is buying US-based managed ethernet and
application delivery services company Yipes Enterprise Services

Cash amount of Rs. 1200 crore rupees (equivalent of USD 300 million).

The deal was announc overseas acquisition, the Reliance group has amalgamated the
United States-based Flag Telecom for $ 211 million [roughly Rs 950 crore (Rs 9.50
billion)]

Flag Telecom is now part of Reliance Globalcom.

.'Reliance FLAG' which is the worlds largest private undersea cable system spanning
65,000 km

This is seamlessly integrated with 110,000 km of domestic optic fiber of Reliance

Communications connecting it to 40 key business destinations in India the Middle East,
Asia, Europe, and the U.S

On the 30th December 2008, Reliance became the first telecom company in India to
operate in both CDMA as well as GSM technologies.

On the 30th December 2008, Reliance Communications became the first telecom
operator in the history of Indian telecommunications to simultaneously launch its GSM
services in 15 circles

Andhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Jammu & Kashmir,

Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu,
Uttar Pradesh(East & West) thereby establishing itself as a pan-India operator.

It already operates GSM services in 8 circles namely Assam, Bihar, Himachal

Pradesh, Kolkata, Madhya Pradesh, North Eastern states, Orissa, West Bengal.

CHAIRMAN`S PROFILE
39

Anil D. Ambani

Shri Anil D Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group,
namely, Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural
Resources limited.
He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information
and Communication Technology, Gandhi Nagar, Gujarat.
Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and is credited with
having pioneered a number of path-breaking financial innovations in the Indian capital
markets. He spearheaded the countrys first forays into the overseas capital markets with
international public offerings of global depositary receipts, convertibles and bonds. Starting in
1991, he directed Reliance Industries in its efforts to raise over US$ 2 billion. He also steered
the 100-year Yankee bond issue for the company in January 1997
He is a member of:

Wharton Board of Overseers, The Wharton School, USA

Central Advisory Committee, Central Electricity Regulatory Commission

Board of Governors, Indian Institute of Management, Ahmedabad

Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha,
Upper House of Indias Parliament a position he chose to resign voluntarily on March 25,
2006.
Select Awards and Achievements:

40

Voted the Businessman of the Year in a poll conducted by The Times of India TNS,
December 2006

Voted the Best role model among business leaders in the biannual Mood of the Nation
poll conducted by India Today magazine, August 2006

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management

Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic
Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a
global leader in many of its business areas, December 2001

Selected by Asiaweek magazine for its list of 'Leaders of the Millennium in Business and
Finance' and was introduced as the only 'new hero' in Business and Finance from India,
June 1999

41

42

OBJECTIVES

The project is the outcome of my study on popularity of GSM MOBILES in UP ( E ) market

and growth.
This project is set to find out the following aspects:

To know the market size of the Reliance GSM

People are influence by which sources to buy Reliance GSM

To find out the reason of preference of Reliance GSM

To study the preference of customers while going for the research on

Other GSM services

To know the various criteria that customers seek in a GSM service

To compare Reliance GSM to the other competitors in the eye of

customers.

To know the future demand of customers.

43

RESEARCH METHODOLOGY
Problem Definition

The Market & Sales Strategies of Reliance Mobile and its competitors in the UP (E) market
and its growth.
Introduction:
Analysis is defined as a scientific and systematic search of pertinent information on a specific
topic. In fact, analysis is an art of scientific investigation. It is an original contribution to the
existing stock of knowledge making for its advancement. It helps in the study, observation,
comparison and experiment.
The respondents considered for this study is related from adjacent villages of Luck now, capital
city of U.P. The study involved filed survey by administrating structured questionnaire.
Analysis problem:
In analysis process the first and the foremost step happens to be that of selecting and properly
defining a problem. The problem should be defined in a systematic manner, giving due weight
age to all relating points. The technique for the purpose involves the undertaking of the
following steps generally one after the other

Statement of the problem in a general way

Understanding the nature of the problem

Surveying the available literature

Developing the ideas through discussions

Rephrasing the problem

44

Therefore the statement of the problem is to find out the GSM analysis and feed back
Choice of research design:
Research design is the framework or plan for a study , which is used as a guide in collecting
and analyzing the data. The design followed is :

Formulating objective of the study

Designing the method of data collection

Selecting the sample size

Collection of data

Analyzing and findings

Conclusion and inferences

Limitations

Types of research
The basic types of research used here are as follows1. Descriptive It includes surveys and fact-findings enquiries of different kinds. The major
purpose of descriptive research is description of the state of the affairs, as it exists at present.
The main characteristic of this method is that the researcher has no control over the variables;
he can only observe what has happened or what is happening.

2. Qualitative It is concerned with qualitative phenomena, i.e. phenomena relating to or

involving quality or kind. For instance, when we are interested in investigating the reasons for
human behavior (i.e. why people think or do certain things). Its aim is to discover the
underlying motives of human behaviour.

45

Procedure for data collection and analysis

Primary data:
It is the data that is collected initially for the first time. It helps in the validation of
secondary data from secondary sources. It is original in nature and may includes the
following method
Through questionnaire
Standardized questionnaires were framed out in order to get data about the sale of the
bundled handsets, competitors as well as the factors affecting the sales of these bundled
handsets.
Secondary data :
It is the details that which are available in the form of facts and figures. The source of
secondary data is

Websites

Magazines

Books
Analysis:
It is done through a process that includes certain steps, such as follows-

Editing

Coding

Classification
46

Tabulation

Finally the data and inferences are represented well with the help of different charts

Data Collection Period

The data for this Market Survey was collected within a period of 45 Days ranging from 22 nd
June, 2015 to 8th Aug, 2015

Data Analysis Technique :

The data analysis technique was purely Quantitative in nature, taking the help or various kinds
of diagrammatic presentations, which were:
Histograms
Pie charts

Sampling:
The sample size of 220 customers was taken in the villages of KANPUR. Only 200 customers
used mobiles. 170 are using GSM while rests 30 are using CDMA.

Sampling technique used

47

Sampling may be defined as the selection of some of an aggregate or the totality on the basis of
which a judgment or inference about an entire population by examining only part of it.
The sampling technique used here was stratified sampling when populations are divided into
subgroups depending on particular characteristics.
It was a mixture of stratified sampling with judgmental sampling. Using this technique, these
customers were divided into different categories on the basis of their monthly expenditure, age
group and profession.

Fieldwork- method used for data collection

The method used for data collection in the field work of personal interview. Personal
interviews are those in which an interviewer obtains information from respondents in face to
face meetings. Personal interviews are widely used in marketing research. In a personal
interview the interviewer asks the questions of the respondents of the face to face situation.

Data collection :
The primary data to be selected was based upon the response of the respondents to the
questionnaire designed. The primary source was only the customers using different GSM
services..

Research instrument :
Questionnaire is used in this research because survey of individual was required. When
information is to be collected by asking questions of people who may have the desired data a
48

standardized form called a questionnaire is prepared. The questionnaire is a list of questions to

be asked respondents. Each question is worded exactly as it is to be asked and the questions are
listed in an established sequence.
Questionnaires are the measuring instruments used in marketing research. If they are to
produce useful measurement, they must be both valid and reliable. The basic objective of
preparation of this questionnaire is to know the sale of the various GSM so that I can know the
market share of the various companies as well as the
preference of the customers while going in for such purchases and the features they have in
mind or would like to have while considering the various GSM Services.

Sampling Units:

Each respondent was considered as a single unit in the survey.

Geographical limit of the sample
The sample area was

the villages adjacent to Allahabad covering many localities. The

coverage area was a true representative of adjacent villages.. The study encompasses a no of
inhabiters of Kanpur,. ) . This was done to have an in-depth view of the current situation
prevailing in the villages adjacent to Kanpur.

49

50

PRACTICAL UTILITY

Every project or study undertaken has one or the other practical / scientific utility to it.
This project had the following practical utility to the company

It would help the company to know that what is the scope of Reliance GSM in different
rural areas.

It would help them in knowing the general trend across the various market areas.

The customer trend observed in the purchase of the different GSM mobile services in
rural areas, so as to help the company in gauging that.

The company would also come to know about the competition in the market.

It would help the company in promoting and marketing of its GSM according to the
purchasing behaviour of the customers.

51

52

LIMITATIONS

Searching relevant information from consumers of different areas was time-consuming

job.

The results are only for rural areas

Preparation of Questionnaire and study of the various services really demanded lot of
time..

Searching for subscribers in different areas was most challenging thing to do.

Various results were found out in the different areas so the final result was affected by
it.

The sale of the various GSM was also determined by factors such as the price of the
sim as well as the budget of the customer.

Only those subscribers were considered which consumed services of the following
companies- Airtel , Reliance, Vodafone, idea, BSNL,

All the findings are based on the response given by the respondent, so any false
information given by respondent could make the result wrong

Some people didnt have enough time to fill the questionnaire

53

54

REVIEW OF LITERATURE

A varied amount of literature was used in the preparation of this report from the various
sources.
The company profile , the reliance group of companies as well as the chairman`s profile were
all taken from the company`s website www.rcom.co.in and www.relianceadagroup.com.
The history about reliance, the information about the telecom sector was found on the internet
through the search engines www.google.com and www.answers.com.
All the general information about the various handsets of the company was taken by the
product booklet provided by Reliance.
The general information about the competitors of Reliance, their product offerings was taken
from the respective websites of the competitor companies.

55

DATA ANALYSIS
SAMPLE SIZE 220
1. Do you have cell phone?

User
200
20

Response
Yes
No

It was found out that the villages adjacent to Kanpur show a good subscriber frequency as
data shows that approximately 91%people subscribe mobile services. Only 9% do not avail of
it.It shows that rural market has a great scope.
56

2. Which mobile service do you use?

Mob service
GSM
CDMA

USER
170
30

It is quite evident from above data that consumers in rural area prefer GSM over CDMA.They
hold a general perception that GSM shows a better battery back up to CDMA.approximately
85% consumers prefer GSM while rest 15% to CDMA.

57

3. Age group of use GSM?

Age group
No

of

15-22
70

23-30
40

31-40

41

30

above
30

and

Total
170

user

The analysis was carried out dividing total no of subscribers into 4 categories. First category
includes customers between ages of 15 to 22 which cover the maximum (44%) area of graph.
This shows that persons lying between ages of 15 to22 are the highest consumers of
teleservices. Rest 26%

58

Are between 23 to30.persons of 41 and above are the least consumers occupying only 12%
area of graph
4. Profession of GSM customer?

Profession

Student

Businessman

Serviceman

Agriculture

Housewife

total

of customer
No
of

80

20

30

20

20

170

customer

Data shows that students are the highest subscribers of cellular services. They occupy the
largest area of graph. Second are servicemen with 21% of total cellular subscribers.

59

6. Which mobile network they use?

mobile

No of user

network
Reliance
Airtel
Vodafone
Bsnl
Idea
Aircel
Total

35
50
40
30
10
5
170

Data clears that Airtel is the strongest market holder with the maximum no of subscribers. Out
of 150 customers 50 subscribe Airtel. Vodafone is the second providing services to 40
customers. Reliance communication Lies at third position with 35 subscribers. Rests are Bsnl,
Idea and Aircel with 30,10,5 Consumers respectively.

60

7. How much monthly expenditure on mobile

Expenditure

No of response

0 to 100

40

100 to 300

55

300 to 500

40

Above 500

35

As data shows that 40(24%) customers out of 170 expend between 0 to 100 rupees while 55
(31%) Expend 300 rupees monthly over cell phones.
Rest 40(21%) persons expend 300 to 400rupees and others 24% expend over 500 rupees month

61

8. Are you using Reliance GSM SERVICES?

Reliance

Other GSM

GSM user
35

user
135

9. Age and profession of Reliance GSM user?

Age group

15-22

23-30

31-40

41 and above

Total

No of user

18

12

35

The data clears that out of 170 customers only 35(20.50%) use Reliance GSM services
while rests prefer to other services. The chart was divided into 4 catagories; first include
the customers

62

10. Between age of 15 to 22.

Profession?

Profession

Student

Businessman

Serviceman

Agriculture

Housewife

Total

of customer
No
of

15

10

35

customer

Data shows that out of 35 customers 15 are students. they cover more than half of the entire
area of graph.rests 10 are serviceman 3 are related to agriculture.so student play important role
in determining success of this service.

63

11.Reasons for using Reliance GSM.?

Reasons

Response

Network

Coverage
STV

15

Full Talk time

Service

Others

As the data clears most of the customers choose SPECIAL TARRIF VOUCHER to prefer
RELIANCE services, 15 out of 30 select STV. 8 choose to full talktime,3 to other services
provided. Rests are satisfied with network and other reasons.

64

12.Reasons for using other GSM services.

Airtel
Total no of Airtel user 50

Reasons

Response

Network

10

Coverage
STV

15

Full Talk time

10

Service

Others

As the overview of data obtained ,shows that AIRTEL appears as the strongest competitor in
the market.out of 170 GSM user 50 use airtel.25 out of 45 use it due to better network,
Vodafone
65

Reasons

Response

Network

10

Coverage
STV

15

Full Talk time

10

Service

Others

Total no of Vodafone user 40

Gsm of Vodafone exists in the market previously so customers do not want to change their
no.40 user of Vodafone most of them are using due to better coverage area.

13.Do you watch advertisement in T.V?.

66

No of viewers
Response

No

70

Yes

100

As the data clears out of 170 spectators 100 (59%) like to watch advertisement of
Telecom companies while rest 70 (41%) like to skip channels

14. Which telecom ad you like or remember?

67

Total number of viewers 100

The data shows that highest no of television viewers like to see advertisement of Idea with
slogan WALK WHEN YOU TALK featuring Abhisek Bacchan..Approximately 35% person
lie under this category. Vodafone is the second competitor to this category with 25% viewers.
Reliance occupies third position with 20% viewers.15% subscribers prefer Airtel with slogan
JANTA KI AAWAJcharacterised by Shreyas Talpade.Only 5% like to watch advertisement of
BSNL with slogan CONNECTING INDIA Characterized by Delia Padukone.
14. With the same number if you want to change the operator
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Then which one would you prefers?.

Total number of response 170

As the data reveals that choice of consumers is offer based. Highest no of subscribers would
like to change operator according to offers. 90 out of 170 would like to change the operator
according to offer provided.25 would like to choose Airtel due to its better operative services.
Reliance is the third brand with 20 customers followed by Vodafone with 15 customers.10
would like to choose Idea while there is no response for Bsnl and Tata Indicom

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FINDINGS

70

Reliance is the market leader at present but Airtel is giving it fast and close
competition.

The no. of customers using Airtel is increasing fast..

Reliance gets close competition with Airtel

The customers looks for good network coverage and a substantial amount of talk time
in the offer while making his purchase.

The company name and the reasonable price are the next two important factors
important in his purchase decision.

Most of customers prefer offers given by company in making their purchase..

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CONCLUSION.

72

During entire analysis AIRTEL appears a strong competitor with largest no of satisfied
subscribers..

Natives of villages have shown a pre decided notion in the decision making process.
They are pre decided about their budget and are inclined towards Brand image.

If the present growth scenario of Reliance and its competitors continues, then in the
near future Airtel can attain the No. 1 position in the market.

Penetration of customers in rural areas need to be increased

Most of the customers are satisfied with our STV

Youths are the highest subscribers of our service mostly students lie under this category.

Network problem is the foremost reason of ignorance of our services.

People like to see the advertisement of IDEA rather than RELIANCE.

Most of the villagers are not aware of our services

73

RECOMMENDATIONS

74

People have strong attachment with NOKIA so a tie up with Nokia may help increasing
grip over market.

A more better and attractive offer would help to beat the competition from AIRTEL

Night free offer should be reduced to 10 pm to 7 am because most of people

Can not avail this service in rural areas

Network is the most important factor to be improved.

75

BIBLIOGRAPHY

76

The following information that is given in the project has been sorted from the following
sources:

Marketing research by: - Thomas C. kinnear, James Ronald Tylor published 1996 McGrawHill.

Kellogg on marketing by Alice M Tybott Public published 2010.

www.rcom.co.in

www.relianceadagroup.com

www.ibef.org

www.airtel.in

www.vodafone.co.in

www.tataindicom.com

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QUESTIONNAIRE

78

1. Do you have cell phone?

Yes
No
2. Which mobile service do you use?
Mob service
GSM
CDMA

Yes

No

3. Age group of use GSM?

Age group

15-22

23-30

31-40

41

and

Total

above
4. Profession of GSM customer?
Profession

Student

Businessman

Serviceman

of customer
No
of
customer

6. Which mobile network they use?

mobile

No of user

network
Reliance
Airtel
Vodafone
79

Agriculture

Housewife

total

Bsnl
Idea
Aircel
Total
7. How much monthly expenditure on mobile
Expenditure

No of response

0 to 100
100 to 300
300 to 500
Above 500
8. Are you using Reliance GSM SERVICES?
Reliance

Other GSM

GSM user

user

9. Age and profession of Reliance GSM user?

Age group

15-22

23-30

31-40

41 and above

Total

No of user
10. Between age of 15 to 22.
Profession?

Profession

Student

Businessman

Serviceman

of customer
No
of
80

Agriculture

Housewife

Total

customer

11.Reasons for using Reliance GSM.?

Reasons

Yes/No

Network
Coverage
STV
Full Talk time
Service
Others
12.Reasons for using other GSM services.
Airtel
Reasons

Response

Network
Coverage
STV
Full Talk time
Service
Others
170 GSM user 50 use airtel.25 out of 45 use it due to better network,
Vodafone
Reasons

Response

Network
Coverage
81

STV
Full Talk time
Service
Others
13.Do you watch advertisement in T.V?.
Response

No of viewers

No
Yes

14. Which telecom ad you like or remember?

14. With the same number if you want to change the operator, then which one would you
prefers?

Thank You.

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